MEDIA SKILLS

Chapter Thirteen:

Dealing with the News Media

J.S. O’Rourke, IV
University of Notre Dame / USA

Copyright ©2013 Pearson Education, Inc. Publishing as Prentice Hall 13-1

Overview
 Why interviews are important.
 Should I or shouldn’t I?
 A look at the media.
 Making it happen.
 Follow-up.

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Why Interviews Are Important
 Chance to reach a large audience.
 Opportunity to tell your story:
– Inform
– Address public concerns
– Set the record straight
 Reinforce credibility.
 Support policy.
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Should I Or Shouldn’t I?
 No blanket rules.
 Call Corporate Communication and
ask for help.
 Get background details before
committing an interview.
 Gut feelings are important.

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A Look at the News Media
 It’s a business.

 Markets and sophistication.

 They do make mistakes.

 Few reporters are decision-makers.

 Get to know local management.

 Maintain a dialogue.

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Developing a Strategy
Both your supervisor and your Public
Affairs or Corporate Communication
office should know of your interest in
meeting and working with local news
managers. You should go about
cultivating a good working relationship
with a strategy in mind. Your strategy
should specify, in very clear terms, a
number of issues . . .
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Developing a Strategy
 The goals you hope to achieve by
working with local news professionals.
 The general content of your message.
 The intended audience for your
message.
 The visuals or photo opportunities you
intend to offer.

Copyright ©2013 Pearson Education, Inc. Publishing as Prentice Hall 13-7

Developing a Strategy
 The timing and sequence of events
involved in your story.
 What makes this story different from
others.
 What makes your story newsworthy.
 The media you plan to work with to tell
your story.

Copyright ©2013 Pearson Education, Inc. Publishing as Prentice Hall 13-8

Getting Ready
 Confirm your strategy with your supervisor
and the corporate communication officer.
 Research the reporter.

 Refine your message and practice.

 Confirm the details and ground rules.

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Getting Ready
 Read the morning paper, check the Internet
news sites, and have a look at the early
television news programs.
 Remember: you really are the expert.

 Help is only a phone call away. Carry a

phone with you.

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Making It Happen

 Pocket card may help.

 Arrive early, check out setting.

 Appearance and make-up.

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Making It Happen

 Confirm the ground rules.

 Get your points in early.

 Think about the “Mother-in-Law Test.”

Copyright ©2013 Pearson Education, Inc. Publishing as Prentice Hall 13-12

Making It Happen
 Don’t become a spokesman for someone
else.

 Don’t use the media to speak with an

audience you should contact directly.

 Be yourself and stay in control.

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Making It Happen

 You don’t have to accept a reporter’s

premise or use a reporter’s words.

 Tell the truth.

 Avoid arguments.

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Making It Happen
 Stay likeable.

 You’re always on the record.

 Use examples, illustrations, and brief

anecdotes. Tell stories your audience
can understand and identify with.

Copyright ©2013 Pearson Education, Inc. Publishing as Prentice Hall 13-15

Follow-Up
 Review the article or tape.

 Inform the chain of command.

 Provide feedback.

 Consider follow-on opportunities.

 Leave a record for your successor.

Copyright ©2013 Pearson Education, Inc. Publishing as Prentice Hall 13-16
Copyright ©2013 Pearson Education, Inc. Publishing as Prentice Hall 13-17